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For languages such as Dutch,French,Italian and Spanish the extension part is proper (.com .fr .nl .de .es) but for languages such as Chinese,Japanese,Russian the .com part is going to also be in the proper language which means that a domain that today looks like: Пример.com will look like Пример.ком and only the registrant (owner) of Пример.com will be able to activate and work with Пример.ком

Interview with Mr. Pat Kane, Senior Vice President and General Manager of Verisign Naming Services where he explains what they plan to do with IDN.com and IDN.net:

"Plans call for registrants of existing second level .com domains to be able to select .com transliterations to resolve. This extends even to existing Latin-script domains, so Nike can resolve Nike.IDN if it wants to. VeriSign will consider the commercial feasibility of the .com transliterations it applies for. There are currently about one million registered second level IDN .com domain names. One script only has a few registrations, so don’t expect a top level domain for it. But you can expect .com equivalents in Japanese, Hangul, Chinese, Cyrillic, Arabic, and Hebrew."

More and more IDN's in the SERP's in many languages as noted above, and the quality of names still touchable in even major languages is out of reach for a long time in English since it was only English until recently. I think the opportunity IDN's present is not an opportunity that comes around every month or every few years. No one knew how big the internet will become, imagine it would start in China and you had to type in 首页.公司 to visit it :)

Brands began securing domains in various languages, From Porsche in Cyrillic (Порше.com), Nestlé.com, Coca Cola in Hebrew (קוקהקולה.com), Chanel in Cyrillic (Шанель.com) and many others.

That's what a Chinese speaker sees when driving in Beijing and looking at a Billboard which is 100% in Chinese, Except for the domain.